How do Equity Crowdfunding (ECF) platforms function?

ECF platforms like Ethis connect entrepreneurs, through their private company, to investors. On one hand, the party (the private company, which is also known as the issuer) that is seeking to raise funding by selling the shares, gets the opportunity to present and promote their ventures, projects, ideas, and products, where the funds raised, will be used. On the other hand, investors get to choose where to place/invest their funds from a wide variety of investment choices.